If discounts were the main attraction for migrating to the free market at first, the next focus for retailers should be the customer experience.
The founder of the marketing company Lead Energy, Raphael Ruffato, believes that the relationship between companies and consumers will change in the coming years. Furthermore, the sustainability of the segment will depend on the scalability of business and service.
The price in the free contracting environment (ACL) can be up to 30% lower than that charged by energy distributors.
In search of better conditions, 21 thousand customers from all over Brazil migrated to the free market between January and November 2024.
Improvement of sales companies
Even without consolidated data from last year, this is already a record. Currently, businesses and industries connected to medium and high voltage can migrate.
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For Ruffato, sales companies will have to improve internal processes and offer advantages to deal with customer demands. He considers that discounts are important in consumer retention, but emphasizes: “savings are a means, but not an end”.
“The consumer wants simplicity. He wants to forget about this account. Today I have a phone bill and I pay a certain amount. What happens? I don’t worry like before ‘did I make a certain call?’. That doesn’t happen anymore,” he said.
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The suppliers are working with the possibility that migration to the free market will be available to all consumers by 2030, including low voltage consumers, such as residential consumers. Meanwhile, it will be up to companies to prepare to serve this potential customer base on a large scale.
Relationship
“It will only be possible to make all of this possible if the ‘back office’ processes are optimized. It doesn’t make sense to have to have 100 people there to serve a thousand customers. You have to have an interesting number of people who serve thousands of customers, as happens today with Uber, with iFood, with other markets”, he stated.
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Ruffato cites technology companies that operate in other segments to highlight the need for sales companies to improve their relationship with the public.
“I really believe that the way we bring information to this consumer and the simplicity of it, like Nubank, Airbnb, Uber, is the way forward for the energy sector”, he added.
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Lead Energy was founded in 2020 and focuses on reducing the energy bills of companies that spend more than R$5,000.
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Conceived as an energytech, the company is committed to simplifying processes to grow, in addition to bringing benefits to consumers.
Among the benefits are ‘cashback’ and the affiliate program, available to anyone who refers new customers to the company.
